Chamber of Commerce Explores Social Media Economy in Luxembourg

On Wednesday 6 May 2026, Luxembourg Chamber of Commerce organised the conference “From Scroll to Growth: Understanding and Harnessing the Social Media Economy in Luxembourg”, marking the publication of the 29th edition of Actualité & tendances dedicated to this topic.

According to the Chamber of Commerce, the presentation highlighted the key aspects of the new publication, notably the fundamental mechanisms of the social media economy, based on the attention economy, as well as the main factors influencing content visibility. Drawing on the analyses presented in the publication, the conference also explored several major trends shaping the social media economy, including the rise of social commerce, the development of the creator economy and the evolving relationship between companies and audiences.

With an aim to strengthen the educational dimension of its work, the Chamber of Commerce also produced a video dedicated to best practices in Luxembourg and a quiz focused on optimising social media use. The event additionally brought together content creators, business leaders, digital marketing experts and institutional representatives to provide a variety of perspectives on the challenges and opportunities linked to social media.

Alexis Gonçalves, legal adviser at the Competition Authority, provided legal insight into the Luxembourg framework applicable to social media platforms, while speakers including Sabrina Kaufmann, CEO of the brand Himesama and pioneer of manga entrepreneurship in Luxembourg, Kyrian Van Hulle, Marketing and Communications Manager at Nutribay, and Sara Hoffmann, Social Media Expert at Banque Raiffeisen, shared practical examples of how Luxembourg companies and entrepreneurs manage social media in their daily activities.

Ludivine Plessy and Lou Poirrier from the agency Keep Contact led a practical coaching session, which featured the presentation of a social media “starter kit” and a demonstration showing how to optimise a post in five minutes.

To conclude the conference, Sabrina Kaufmann, Kyrian Van Hulle, Sara Hoffmann and Ludivine Plessy were joined by Julie Costa, also known through the Instagram account “luxembourgdoesitbest”, for a roundtable discussion on how to build an effective social media presence in Luxembourg.

Based on recent economic data, structured analyses and practical feedback, nearly two-thirds of the world’s population are now active on social media, advertising investments amount to several hundred billion dollars and users spend several hours per day on these platforms. According to the Chamber of Commerce, these figures underline that business customers, candidates and partners shape their perception of brands through social media, even when companies do not maintain an active presence.

Particular attention was also given to the Luxembourg context, said the Chamber of Commerce, pointing out that despite one of the highest levels of connectivity in Europe, social media use remains below the European average. While usage reaches 72% on average across the European Union (EU), it stands at 45.9% in Luxembourg. It added that nevertheless, this lower level of use does not mean social media plays only a marginal role in the digital strategies of Luxembourg companies, as significant advertising audiences exist, and social media remains a key space for information, influence and visibility.